Woolworths Launches A Brand New Range

Woolworths are set to take on Coles and Bonds in Australia’s $1.8 billion underwear market.

Woolies have agreed on a deal to stock an exclusive new range of men’s and women’s underwear created by New Zealand based Bendon throughout their 780 stores.

The deal will see Bendon's Davenport, Lovable and Heidi Klum brand knickers on sale in Woolworths' apparel aisle alongside the dominant Bonds range and the supermarket chain's private label collection.

Woolworths say the partnership is about expanding their intimate apparel range and denied they have plans to reduce the shelf space dedicated to Bonds.

Category manager Samantha Hewlette said underwear was quickly becoming the new most popular basic item.

"In the last 12 months Woolworths sold more than 1.5 million pairs of briefs and our partnership with Bendon will ensure our customers continue to get more out of their supermarket shop," Ms Hewlett said.

"This is the first time Bendon has partnered with an Australian supermarket to deliver an exclusive range and it's part of our commitment to delivering high-quality products at a great price."

General apparel is an essential item for Woolworths and has become a focus for them since Aldi launched in Australia.

The Bendon range is priced between $18 and $22, putting it in exactly the same price territory as rival Bonds.